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Customer Service in the Hospitality Industry
Lesson Summary
Lesson Summary
Retail employees spend more time in direct contact with customers than employees in any other industry. Because of this, customer service is especially important in a retail business.

The customer experience is influenced by their first impressions of the store front, the ease of locating and availability of merchandise, and their interaction with store personnel.

Retail employees are required to execute their store’s customer service philosophy in the following four areas:
Expectation
Involvement
Responsibility
Purpose

Given the frequency with which retail employees interact with customers it is essential that they develop exceptional communication skills.

The communication skills needed are divided into the following four areas:
Listening Skills
Positive Verbal Communication Skills
Positive Non-Verbal Communication Skills
Solving Customer Problems

Managers should utilize positive reinforcement as a tool for sustaining excellent service behavior in employees.

Before employees can provide excellent customer service they must be well trained.

Management should train employees in the following areas:
Equipment
Resource Materials
Resource Personnel
On the Job
Expectations
Consequences

The appearance of a store has a huge influence on a customer’s retail experience.

The four key points in which customers judge a store based on its appearance are:
Before They Enter the Store
As They Walk in the Door
During Their Shopping Experience
Making a Purchase

END OF UNIT:
Lesson Summary

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